Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
When your brand is well-established, it can begin to feel a touch stale.
And stale is the last thing you want to associate with fast food.
It should feel fresh, then it's gone and then you immediately want some more.
For decades, Burger King has differentiated itself by insisting its Whoppers are flame-grilled.
Even that can feel old.
Recently, the burger chain spiced things up a little by releasing a plant-based Impossible Whopper. Which is doing impossibly well.
How, though, can you get a traditional customer excited?
Well, Burger King's Norwegian arm had a little idea.
A fine upstanding customer wandered into a Burger King in Alesund, western Norway.
He just wanted a Whopper, his usual Whopper.
The Burger King employee seemed oddly excitable about all this.
Suddenly, she asked him if he knew how Whoppers are made.
He confessed he had no idea.
And then things went south. Or, rather, up in the air.
Before our regular customer knew it, he was being whisked into a helicopter. A helicopter that was carrying his Whopper patty beneath it, that is.
What better way to show how Whoppers are made than to fly a customer over a vast bonfire called the Slinningsbålet?
This is an edifice created to celebrate midsummer.
Norwegians don't get a lot of summer, so they celebrate as many elements of it as they can, before the unremitting darkness arrives.
Our customer seemed bemused by it all. Little did he know that he was to become an actor in an ad.
Unless, the cynical might grunt, he's an actor already and this is simply one big fake stunt.
No matter, at least it's an original way to demonstrate your core brand benefit.
Now of course there's a little overpromising going on here.
Not every Whopper -- indeed, very few -- are flown over a bonfire in order to be grilled.
Still, I'm sure viewers will be enthralled and the sheer wonder of the customer comes across as genuine.
I have a couple of worries, however,
The way that patty is laid into the bonfire doesn't make me think it's going to taste quite like a Whopper should. It might be a touch woody, for example.
Moreover, by the time they get it back to the Burger King, I imagine it might have lost a little of its temperature.
So what sort of Whopper was the customer actually given?
The Slinningsbålet Special, reheated? Or a completely different Whopper that tastes exactly as he'd expected?
Still, it's the spectacle that matters, isn't it?
And the customer service, of course.
I did find it entertaining how the Burger King employee gives him the Whopper, pats him on the shoulder and then rushes off back to her station.
You'd think she'd at least have hung around to make sure it tasted good, wouldn't you?